They also reported that there are signs of recovery for a positive 2013.
“We’ve been seeing a surge in the builder, multi-family and new construction segments. I see more confidence in retail and new construction,” said Jamann Stepp, vice president of sales and marketing at Home Legend.

The hardwood category, specifically, is seeing a lift in the recession, according to Dan Natkin, director of wood and laminate business, Mannington. “We have positive momentum going into this year. Wood is a lot better. As the housing market rebounds, we are seeing some new trends.”

Homegrown and eco-friendly
Domestic production was indeed a focus here at Surfaces. A number of companies introduced products newly being made in the States or revealed plans to ramp up production here.

Brian Greenwell, vice president of sales and marketing at Mullican, expects the company’s new Johnson City, Tenn. engineered plant to make the company prosperous this year. The company made significant investments over the past few years to bring engineered production stateside. Its newest collection, Lincolnshire, is produced at the new plant.
“Our Johnson City plant is doing well. We have 250 new jobs, with 120 new jobs in the Johnson City plant,” he explained, adding that the company is planning to add a second shift.

Mannington, which has historically been a champion of domestically produced products, was on hand at Surfaces with a host of Made in the U.S.A. products.
Noted Zack Zehner, senior vice president of distribution network and customer service at Mannington, “We’re responding to customers’ needs and solidifying product in order to service customers better.”
Suppliers, such as Armstrong, focused on advancements in performance capabilities at Surfaces along with a Made in America story.
The company highlighted its popular Performance Plus hardwood and new American Scrape collection. Performance Plus is indent resistant due to its micro-veneer, HDF core and ceramic coating, explained Milton Goodwin, vice president of product management, hardwood at Armstrong. American Scrape collection is a domestically made solid. “Buying American puts jobs in American plants. Ninety-five percent of Armstrong’s hardwood is domestically produced,” Goodwin said.

Armstrong also has a tie in with Homes for our Troops with its American Scrape product — a portion of its proceeds goes toward the non-profit company aiding returning soldiers.
Strengthening distributor relationships was another focus at the show and will continue to be key for HomerWood, according to Paul Walker, general manager. The company, in fact, invited members from its distribution network to visit the company in Titusville and pick 35 products for their own custom merchandising displays.

Walker added the company will continue to push it’s Made in America brand recognition.
Du Chateu, known for manufacturing premium, oil finished floors, has been making significant investments and is planning on opening a 1,500 square foot domestic plant, said Scott Petersen, director of operations at Du Chateau. “We’re currently custom producing floors in Holland but will soon open a production facility in San Diego,” he said.

Meanwhile, Indus Parquet matched unique visuals with an environmental responsibility story when it came to its wall mosaics in the Coterie collection.
Indus Parquet uses all leftover material to create additional product, explained Mark Harold Bayuk, western regional sales manager at IndusParquet.
According to Jason Strong, vice president of sales, the company is delving into the mid-price range with its handscraped offerings.

A finishing story
A number of suppliers introduced finishes that are eco-friendly but don’t sacrifice dent resistance and durability.
Max Windsor’s new DuraMax finish features a seven layer, water-based process that emits zero levels of formaldehyde and replicates the look of oil finished products. “A big trend at Surfaces is the oil rubbed look,” said Peter Spirer, director of sales and marketing at Max Windsor. “DuraMax is used on wide oak products, and was designed with the intention of reducing any special maintenance procedures associated with oil based finishes.”
Mohawk too focused its energy on improving its already popular ArmorMax finish.ArmorMax contains aluminum oxide that keeps the finish from wearing and dulling, and carries a 50-year warranty. ArmorMax comes complete with Scotchgard, allowing for easy maintenance and cleaning of products.

ArmorMax is now available on more species for a wider breadth of product, explained Richard Quinlan, senior director of hardwood at Mohawk. “We won best new product at the International Builders Show with ArmorMax.”
Shaw, which showed its new offerings across the country at regional shows and its convention in Orlando, launched one of its largest new product portfolios. American Restoration is a new hardwood offering that features the company’s ScufResist Platinum finish. The finish offers low-luster sheen and the look of an oil rubbed finish, according to Shaw.
Alternative advancements
Cork and bamboo makers have also utilized new technology to provide product enhancements. One is direct digital printing on cork resulting in a wider variety of visuals. Advancements in bamboo constructions offer better performing, more durable products.
Through its Wicanders brand, Amorim prints digital images directly onto a cork floor. This allows the company to deliver a floor with all of the inherent benefits of a cork floor — warmth, natural insulation, comfort under foot — with design visuals that replicate those found in nature. Amorim also launched a cork recyling program called ReCork.
WE Cork is also diving deep into direct printing on cork core boards offering products with a class AC5 rating and commercial finish. Ann Wicander, president of WE Cork, explained that of the many benefits of digital printing on cork, it also results in less repeating of design patterns on the product.

CFS is continually improving upon its strand woven product offerings. Here, it showcased new strand woven engineered products on an HDF core board with glueless locking system. According to the company, this blends an environmental story with durability and performance.
Also touting bamboo’s inherent environmentally friendly qualities, Bamboo Hardwoods highlighted its Suite collection, a solid strand woven bamboo product with a 2mm wear layer and HDF core.

Gary Keeble, product and marketing manager, USFloors, said the company is keeping consumer preferences in mind when it comes to looking for a value-oriented floor. “The consumer paradigm is changing, it’s all about pricing,” he said.
USFloors restructured the profile of its Cork Reflections collection to 10 1/2mm and is also expanding upon its printed cork offering.